The way people search for information is changing, and Gen Z is leading the shift.
Instead of turning to Google, they’re searching on TikTok, Instagram, YouTube, Reddit, and Discord for everything from product recommendations to restaurant reviews and how-to guides. This isn’t just a trend – it’s a fundamental shift in digital discovery.
Google usage among Gen Z has dropped by 25% compared to Gen X, a 2024 Forbes study shows.
eMarketer reports that 46% of Gen Z and 35% of millennials prefer social media over traditional search engines. Why? They crave fast, visual, and community-driven content rather than sifting through traditional search results and ads. For search marketers, this means SEO is no longer just about Google – it’s about being visible wherever audiences search.
This article breaks down Gen Z’s evolving search habits, why social platforms are winning, and how brands can adapt to stay discoverable in this new search landscape.
For years, Google dominated search. For Gen X and early millennials, “googling” was synonymous with searching. But Gen Z searches differently – they don’t use “google” as a verb in the same way, and it’s reshaping how brands approach discoverability.
Gen Z “googles” 25% less than Gen X, turning instead to social platforms where search is more visual, trend-driven, and real-time. Even Google has acknowledged this shift – Prabhakar Raghavan noted that “nearly 40% of young people prefer TikTok or Instagram over Google Search or Maps” for local recommendations.
This isn’t just about preference. It’s a shift in search behavior. Instead of scrolling through links and ads, Gen Z engages with short-form videos, peer recommendations, and user-generated content. They trust social platforms for their authenticity, immediacy, and personalized experience – something traditional search engines struggle to match.
Opinions on this shift vary. Some claim “Google is doomed,” while others argue it will continue to dominate.
SparkToro reports that Google Search grew by 20% in 2024. Ofcom found that 1.8 million U.K. adults stopped using it for searches that same year. The reality likely lies in between.
The takeaway is clear: search is no longer just about Google. If your content isn’t optimized for TikTok, Instagram, Reddit, or YouTube – where Gen Z actively searches – you’re missing a massive audience. The future of search isn’t tied to one platform; it’s about showing up wherever your audience is looking.
Sometimes, Google will win. Other times, a TikTok post will. If you want to succeed, you must create an effective content loop across multiple channels.
Social search has transformed social media from engagement-driven spaces into full-fledged search destinations. TikTok, Instagram, and Reddit now shape how users find information, products, and experiences.
Up to 41% of users use TikTok for search, while 76% have discovered brands and products through social media. This shift means users aren’t just consuming content – they’re actively searching for answers, recommendations, and solutions.
Social search is compressing and reshaping the traditional search funnel. Instead of bouncing between multiple touchpoints, users can explore, evaluate, and decide all within a single platform – turning Google’s “messy middle” into a fluid discovery flywheel.
A TikTok review might lead to an Instagram deep dive, followed by a Reddit thread for credibility – all before a Google search even happens (if at all). Success in search is no longer about a single platform but about understanding user intent across multiple channels.
Winning in this evolving search landscape requires a presence where searches actually happen – by optimizing content for a multichannel, search-everywhere experience.
Gen Z prefers social to traditional search because they expect faster, more engaging, and more authentic results.
Raised in a digital world of instant gratification, they prefer quick, digestible answers in visual formats like short-form videos, carousels, and captions. TikTok, Instagram, Snapchat, and YouTube are their go-to search tools.
A TikTok search for “best foundation” instantly serves up video tutorials, reviews, and comparisons – far more engaging than a traditional article.
Furthermore, Gen Z doesn’t trust traditional brand marketing. They rely on peer recommendations, real experiences, and unfiltered opinions from communities. Instead of reading a blog on the “best budget travel destinations,” they watch TikTok vlogs of real people documenting their trips.
This peer-driven content feels more honest, transparent, and credible – making social search more trustworthy than traditional search engines.
Unlike traditional search engines, where users actively search for answers, social platforms push relevant content before users even realize they need it.
For Gen Z, community search matters. Platforms like Reddit and Discord are becoming indispensable for their search processes, providing real-time, unfiltered insights and recommendations.
These platforms create powerful, organic brand discovery opportunities that brands have yet to fully tap into. Community-driven search relies on peer-to-peer discussions that feel authentic, specific, and reliable, and it highlights the importance of being present in conversations that matter.
Traditional SEO doesn’t work well in these spaces. Active engagement in these communities is essential to build credibility and trust. Engaging through creators, users, or employed representatives creates lasting impressions.
The future of search is not just in optimizing for traditional platforms but in recognizing that search habits are transforming, especially among the younger generation. To capture the attention of Gen Z, brands must redefine their marketing strategies, moving toward a more authentic and community-focused approach.
